When competition overwhelms the market and brands find it difficult to differentiate on unique attributes or price, it might be a good idea to invest in building a property?
When one thinks of Coke three things come immediately to mind: the Coke brand mark, the iconic bottle and the colour red. These are powerful attributes and provide instant customer recognition when used in combination or even individually. While Coca-Cola has spent hundreds of millions of dollars over decades to build these attributes, their success is not purely a result of time and money. It is thanks largely to the company’s understanding of one of the basic principles of branding — building strong product attributes that work as powerful differentiators.
When one thinks of Coke three things come immediately to mind: the Coke brand mark, the iconic bottle and the colour red. These are powerful attributes and provide instant customer recognition when used in combination or even individually. While Coca-Cola has spent hundreds of millions of dollars over decades to build these attributes, their success is not purely a result of time and money. It is thanks largely to the company’s understanding of one of the basic principles of branding — building strong product attributes that work as powerful differentiators.
